Citizen is a brand experience agency. They help brands connect with consumers through every interaction consumers have with the brand across products, services, communications and actions. Citizen creates brand experiences through strategic planning, media planning, interactive design, technology, storytelling and more. Their goal is to weave brands into the fabric of consumers' lives through ongoing programs, platforms and campaigns rather than just short-term paid media.

1. CITIZEN
A BRAND EXPERIENCE AGENCY
An Epic Story of Squirrels and Nuts
Connecting Brands With Consumers

2. CITIZEN
A BRAND EXPERIENCE AGENCY
Let’s Define: Brand
So what is a brand? It’s more than just your logo. A brand is defined by every
interaction your consumer has with it. A brand is how you experience a
company’s products, services, actions and communications.
5 New Brands Launched

3. CITIZEN
A BRAND EXPERIENCE AGENCY
Let’s Define: Experience
In today’s world, how do we define an experience? It’s a particular
instance of personally encountering or undergoing something. A
moment of truth when a person is engaged absolutely with another
person, place or thing.
2 Social Networks Launched

4. CITIZEN
A BRAND EXPERIENCE AGENCY
Let’s Define: Brand Experience
Technically, a brand experience is conceptualized as the sensations, feelings and
behavioral responses evoked by brand-related stimuli. These experiences arise in a
variety of settings and happen when people think about, talk about, search for, shop
for, use and interact with brands. While often comprised of a brand’s identity, design,
product, packaging, staff, communications, website and environments, these
experiences don’t only occur during the buying, selling and marketing of products.
Often, they take place at times, in places and by people that the brand stewards are
unaware of or not focused on.
An experience with a brand can be positive, negative or one of complete indifference.
6 Social Media Campaigns

5. CITIZEN
A BRAND EXPERIENCE AGENCY
Say Hello To Citizen
We are often asked to define what it is we do. Our
answer: If a brand is made up of all the ways
people experience your company’s products,
HELLO
m
y na m e is
services, actions and communications, then We
create those experiences.
We create ways to weave your brand into the fabric
of your customers' lives. There are no boundaries
to what we can accomplish for your brand.
3 Digital Experiences Created

6. CITIZEN
A BRAND EXPERIENCE AGENCY
Our Values Are Important To Us:
AUTHENTIC: How does a person know when something is authentic? Is it a feeling that resonates in your gut when
you connect with someone? Or is it totally transparent? Does it reveal who or what they are at their core? We think
so. And this is what we strive to be everyday – true to what we are.
FUNKY: Have you ever met someone that has fun washing dishes? That’s us. We have fun in everything we do.
This attitude is mirrored in the brand experiences we produce for our clients. The fact that we look different doing
it, well, that’s just a bonus.
BE BOLD: Remember the first roller coaster you ever rode? The cauldron of emotions that bubbled in you just before
the car crossed the first rise? Now remember the wide-eyed excitement and gleeful laughter that pushed you to get
back in line just as soon as you finished? Welcome to working with Citizen. Here, you’ll enjoy the ride. And the results.
BE OPEN: Call us what you will: Druids, Camp Counselors, BFF’s – it all comes down to this—we listen. That’s it. No
preconceptions, judgments, or packaged psychobabble. Simply put, we have an earnest desire to know what keeps
you up at night. And when we know that, and as long as it doesn’t include aliens abducting you to play Twister, we
can help. And if for some reason we can’t, we will let you know.
VALUABLE: Where the rubber meets the road. At the end of the day, are you and your brand connecting in new ways
with your audience? That’s our goal. Citizen is about the moment of truth when your brand bonds with your audience.
That is our responsibility, our conviction. And we do it cost-effectively, which should make you want to say Yee-Haw.
4 Business Plans Created

7. CITIZEN
A BRAND EXPERIENCE AGENCY
The New Consumer
People talk – they gather and become a
collective voice and one thing is certain:
They don’t want to be interrupted, they
want to be heard and, they want their
conversations to become valuable, viral
and ignite more dialogue.
Understanding it’s about PEOPLE and the
STUFF that HAPPENS between them is the
first step in having a successful brand.
10 Viral Videos Created and Seeded

8. CITIZEN
A BRAND EXPERIENCE AGENCY
IN A
RESTAURANT
AT THE ON
MALL VACATION
To Be Successful
in today’s NEW fragmented world, it
takes NEW and evolving MODELS. OVERALL
IN PUBLIC BRAND AT THE GYM
Being successful is about earning EXPERIENCE
OWNERSHIP of the experience where
your PRODUCTS are USED and
BRANDS are SHAPED.
IN THE AT HOME
CAR
AT WORK
10 New Package Designs Created

9. CITIZEN
A BRAND EXPERIENCE AGENCY
VIRAL
PRINT
What Does This Mean? TV/RADIO
BRAND
ENTERTAINMENT
It means that every screen, interface,
object and environment is an
INTERACTIVE
OPPORTUNITY for DIALOGUE,
INTERACTION, PARTICIPATION TEXT
and COLLABORATION.
EVENT
ENVIRONMENTAL
MOBILE
SOCIAL
3 Mobile Applications

10. CITIZEN
A BRAND EXPERIENCE AGENCY
How: The Old Way
TRADITIONAL ADVERTISING MARKETING MODEL (BIG IDEAS, BIG BANG, BIG BUDGET)
TEST CAMPAIGN
WITH WEBSITES
CONSUMERS ADS
ETC
INSIGHT BIG STRATEGY FOCUS GROUPS ADJUST BIG LAUNCH MEASURE NEW BIG STRATEGY
[ STRUCTURED CAMPAIGN DRIVEN MODE ]
2 Trade Show Experiences

11. CITIZEN
A BRAND EXPERIENCE AGENCY
How: Our Way
CITIZEN MODEL (BRAND FOUNDATION, MICRO STRATEGIES, BIG INSIGHTS, RAPID ITERATION, PLATFORMS, PROGRAMS, CAMPAIGNS)
ADJUST
INSIGHT
ADJUST
INSIGHTS INSIGHT
PROGRAM
PROGRAM
ESTABLISH ITERATION
BRAND LOOP: INSIGHTS
FOUNDATION PRODUCE &
ONGOING MEASURE
BRAND ITERATION
SMALL LOOP: EVALUATE
EXPERIENCE SMALL STRATEGY ADJUST PRODUCE & EVOLVE
STRATEGY MEASURE
PLATFORM
CAMPAIGN
PLATFORM
INSIGHTS CAMPAIGN
INSIGHTS
[ ORGANIC UTILITY DRIVEN MODEL ]
1 Branded Toy

12. CITIZEN
A BRAND EXPERIENCE AGENCY
Our Structure: ACCOUNT MANAGEMENT/PRODUCTION
It’s a NEW WORLD out there and it
requires a NEW MODEL. Unlike a 1 2 3 4 5 6 7 8
traditional agency, we do it all in-
INSIGHTS
STRATEGIC PLANNING
MEDIA PLANNING
INTERACTIVE DESIGN
TECHNOLOGY
STORYTELLING
GRAPHIC DESIGN
ENTERTAINMENT
house within a collaborative
business structure.
[ BLUE = SISTER AGENCY MYJIVE ]
5 Websites Launched

13. CITIZEN
A BRAND EXPERIENCE AGENCY
Our Services:
If your customer can interact with it, then
it can part of the experience we create.
ACCOUNT MANAGEMENT/PRODUCTION
UNDERSTANDING THE CONSUMER, SITUATION, TECHNOLOGY AND CULTURE
DEFINE & DEVELOP THE BRAND 1 2 3 4 5 6 7 8
STRATEGY, PLANNING, MEDIA AND DIGITAL MANIPULATION
INSIGHTS
STRATEGIC PLANNING
MEDIA PLANNING
INTERACTIVE DESIGN
TECHNOLOGY
STORYTELLING
GRAPHIC DESIGN
ENTERTAINMENT
NARRATIVE DEVELOPMENT
TRANSMEDIA STORYTELLING
CREATIVE EXECUTION ACROSS NEW AND EMERGING MEDIA PLATFORMS
CAMPAIGN MANAGEMENT INCLUDING SOCIAL AND VIRAL SEEDING
MANAGEMENT OF ANALYTICS, REFINEMENT AND EVOLUTION
[ BLUE = SISTER AGENCY MYJIVE ]
14 New Logos Created

14. CITIZEN
A BRAND EXPERIENCE AGENCY
Some Simple Definitions:
FOUNDATION: Establishes Brand, Lives Organically
Research/Planning/Strategy/Brand Development
CAMPAIGN: Communicates, Short Lived - Up and Down
Messaging/Advertising/Paid Media
PROGRAM: Relationships, Ongoing - Iterative
Dialogue/Channels/Communities
PLATFORM: Systems of Interaction, Long Lasting - Builds Over Time
Services/Products/ Applications/Utility
1 Branded USB Bracelet

15. CITIZEN
A BRAND EXPERIENCE AGENCY
Ours vs. Theirs
PAID MEDIA DRIVES PARTICIPATION OWNED MEDIA PLATFORMS CREATE ONGOING POPULATION
PLATFORM
PROGRAM
CAMPAIGN
PLATFORM
PROGRAM
CAMPAIGN
PLATFORM
PROGRAM
CAMPAIGN
PARTICIPATION DROPS WITHOUT CONTINUAL MEDIA SPEND EARNED MEDIA CREATES ONGOING PARTICIPATION
[ LIFE CYCLE OF TRADITIONAL MODEL ] [ LIFE CYCLE OF CITIZEN MODEL ]
8 Research Projects

16. CITIZEN
A BRAND EXPERIENCE AGENCY
Work
Look, there’s something in the pudding. Oh, it’s the proof.

17. CITIZEN
A BRAND EXPERIENCE AGENCY MEDIA
KIT
BRANDED USB
TOY BRACELET
Project Overview: Poza
VIRAL
TRADE
VIDEO
SHOW
VIMEO
NAMING
LOGO
IDENTITY LAUNCH SOCIAL VIRAL VIRAL FACEBOOK
SYSTEM COMMUNICATIONS CAMPAIGN MEDIA VIDEO SEEDING
PLAN
BRAND
TWITTER
YOUTUBE
BRAND SOCIAL WEB
STRATEGY NETWORK
BUSINESS
PLAN
RESEARCH
Citizen creates an industry-specific social network from the ground up.

18. CITIZEN
A BRAND EXPERIENCE AGENCY
7 6
4 5
2
3 4
1
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3 4 5 6 7

19. CITIZEN
A BRAND EXPERIENCE AGENCY
PACKAGE
Project Overview: DESIGN
BLOG FACEBOOK
The Whirling Whisk ONLINE
PRODUCT
RETAIL
STRATEGY
PRICING
Baking Co. PACKAGE RETAIL
STRATEGY
SUPPLY
CHAIN
TWITTER
DESIGN PRODUCT NEW MNGMT
PRODUCT
CREATION OPERATIONS SOCIAL
MEDIA
NAMING BRAND BRAND TRADE APPAREL
STRATEGY COMMUNICATIONS
SHOW
PLAN
WEBSITE
BRAND BANNER
LOGO
BOOK
IDENTITY BUSINESS
PLAN
RESEARCH
From planning and strategy all the way to the shelves at Bloomingdale’s.

20. CITIZEN
A BRAND EXPERIENCE AGENCY
1 2 3
3
4
2
5
1
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21. CITIZEN
A BRAND EXPERIENCE AGENCY
Project Overview: ADVERTISING COLLATERAL
Charlotte Film Festival 04 WEBSITE EVENT
SOCIAL FACEBOOK
COMMUNICATIONS MEDIA
PLAN
BRAND
STRATEGY
LOGO
TWITTER
BRAND BLOG
BUSINESS
PLAN
NAMING
IDENTITY
RESEARCH
CFF experienced a 35% growth in attendance in 2009 they directly attribute to Citizen

22. CITIZEN
A BRAND EXPERIENCE AGENCY
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4 3
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23. CITIZEN
A BRAND EXPERIENCE AGENCY
So what does all this mean?
Remember the movie "The Breakfast Club?” At the end, a group of students were required
to write a letter about why they were in detention. Their letter ended with the following: "You
see us as you want to see us: in the simplest terms and the most convenient definitions. But
what we found out is that each one of us is a brain, an athlete, a princess, a basket case
and a criminal. Does that answer your question? Sincerely yours, The Breakfast Club."
So see us as what you want to see us, but simply put we are a "Brand Experience Agency".

24. CITIZEN
A BRAND EXPERIENCE AGENCY
So That’s Us,
or at least a small glimpse of what we are Citizen
about at Citizen. We would love to get to Phone: 704.332.8229
know you more and create some new Address: 1415 S Church St, Ste F, Charlotte, NC
28203
citizens for your brand. Give us a call or Email: Candice@wearecitizen.com
send us an email, we’d love to continue Web: www.WeAreCitizen.com
the conversation.